1. Don’t be annoying and self-serving: “I admire persistence, but the tone of your emails suggests that you are more focused on solving your problem (finding leads for your product) than mine.”
2. Don’t be impersonal: “Your pitch doesn’t reflect any knowledge about me personally and what I might already know from past experience.”
3. Build a reason for the customer to make time: “Simple repetition is not a strategy.”
4. Provide information about yourself: “Don’t make me work hard at trying to figure you out.”
Now, don’t get me wrong—Chad’s objections shouldn’t be read as a rejection of email prospecting as a whole. You might have come across quite a few comments out there recently about the “death of email” and might be thinking to yourself, “Well, if CEO’s are feeling burned by unsolicited emails, maybe I should drop that rout all together and focus on prospecting solely through LinkedIn.”
But all that buzz about email being dead is looking very premature. Email isn’t going anywhere as a prospecting tool, at least not in the near future. In fact, it’s a potent part of the Triple Threat outreach strategy: social media (to establish your influence), phone or voice mail (to establish your tone), and email (to present your data). That means you need a refined and focused strategy for each outreach method.
Check out this great whitepaper written by AG Salesworks, Email Guide for Sales Prospecting Success. I especially like their subject line recommendations and email formatting. But they forgot my big recommendation – writing a P.S. at the end of each email.
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Josiane Feigon is author of Smart Sales Manager and the best-selling Smart Selling on the Phone and Online. She is a pioneer, maverick, and visionary in the inside sales community. A 20-year veteran of the industry, she is the founder of TeleSmart Communications. Since 1994, this San Francisco-based solutions provider has been a leader in developing inside sales teams and managers. Josiane is recognized among the Top 25 Most Influential Inside Sales Professionals and as a leading expert on inside sales team and management talent. Her thought leadership blog is ranked in the Top 50 Sales blogs by SalesCrunch. Connect with her on Twitter and YouTube!
Don’t underestimate feedback. As Marshall Goldsmith said, “People will do something—including changing their behavior—only if it can be demonstrated that doing so is in their own best interests as defined by their own values.”